Earth Hour began seven years ago in Sydney, Australia, out of a hope to make a stand against climate change. The hour of inspiration would be a moment where people can gather together to protect the planet regardless of age, gender, culture or religion.
Little was it known that it would kick start a global revolution for people to take action on climate change, or that the act of turning off the lights for an hour would become an iconic symbol of people’s concern to protect the planet.
As of 2014, Earth Hour has grown to become the world’s largest mass participation event in history. However, Earth Hour was not created to just switch off the lights.
Earth Hour saw a phenomenal increase in support through campaign stories, outcomes and legislative changes.Earth Hour broke all records and cemented itself as the largest voluntary action for the environment. The campaign experienced the most significant growth since 2009 with the launch of the ‘I Will If You Will’ campaign.und
The South African icon and Elder Archbishop Desmond Tutu, is one of the ambassadors of Earth Hour
Earth Hour is a global environmental movement of WWF that mobilises hundreds of millions of people to make a difference for the planet. Its core vision is to create environmental impact by utilising the power of the crowd. Every March, Earth Hour celebrates the symbolic “lights off ”hour which has grown from a one city initiative to a mass global event involving more than 162 countries and 7000 cities and towns. The movement is collectively supported by millions of individuals, organisations and governments.
- Bring people together through a symbolic hour-long event
- Galvanise people into taking action beyond the hour: The Earth Hour brand has become a platform to help countries mobilise individuals on environmental priorities
- Create an interconnected global community sharing the mutual goal of creating a sustainable future for the planet: Earth Hour in 2014 swept the globe, bringing together millions of people from 162 countries and territories across all continents
Engaging: WWF started Earth Hour to engage a mass audience to stand behind environmental issues.
Messaging: The Earth Hour initiative has proven that people do, and will, care about protecting the planet if the message is communicated in a way that is positive, hopeful and inspirational.
Positive celebration: From the beginning, it was decided that Earth Hour would run on hope and not fear. Earth Hour should never appear to be aggressive or use scare tactics in communication. Thus Earth Hour is a symbolic celebration. It is a street party, not a street protest.
Inspiring: The Earth Hour tone-of-voice is action driven, empowering and inspiring. It is essential for the language to be human, hopeful and locally relevant.
Grassroots movement: Communities around the world are the lifeblood and grassroots of the Earth Hour movement. They have the freedom to localise Earth Hour.
Open source model: Earth Hour is one of the first open-sourced environmental campaigns. It belongs to the people. Any individual or organisation can use Earth Hour to organise their own environmental campaigns and activities.
Timing: The Earth Hour event is held worldwide on a Saturday, 8:30pm at the end of March. This time allows for near coincidental sunset times in both hemispheres, enabling the biggest visual impact of lights out around the world